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We’ll begin with the Google Display Network, or GDN as it’s known. The Google Display Network is a good starting point because it’s a low-cost mass reach channel with great targeting options. The Google Display Network or GDN is a display advertising channel that allows advertisers to serve display ads to their target audiences using Google Ads.
Google Ads is Google’s ad serving product where you do search and video and display. This is the display functionality of Google Ads itself. The GDN allows advertisers to connect with customers and potential customers using text, using image, using rich media, using video created on YouTube.
It reaches millions of websites. And the expansiveness of this network means that you can drive your awareness out to different locations at different times for a relatively low-cost investment compared to other channels. It can help you reach consumers when they’re browsing websites, reading the news, reading content that’s related to your ads or related to your product.
The connection between the content they’re reading and your ad will, it’s hoped, will drive a bit of awareness, or connection, or interest, or just begin the journey through the top-funnel activity. And we can also target people on lifestyles. We can look at people based on their interest, based on the types of websites they look at, based on the content within the websites. We can retarget them.
We can also select specific placements. So, we might find that there is a specific website that we do want to target on the GDN, and we can do that. Specific website targeting is not solely associated with premium buys, you can also do on the GDN. It tends to be in lower quality ad formats or ad units, but still the option is there.
These are the benefits of the Google Display Network:
The main drawback is that it is very specific in things like file size. So, while the format and the messaging can be quite creative, the file size is limited to 150kb. And that gives us a limited scope for highly creative options. We can’t do certain things simply because the files can’t be that big. And as a result, the placements that tend to sign up to the Google Display Network can’t command those premium prices, so sometimes we do get shown on less impactful and lower value placements as a result. And because it’s such a wide-reaching net, your expectation has to be managed in such a sense that your results don’t get skewed beyond what you actually expected.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.
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